Ever thought of what would have happened had Steve Jobs thought of the common user while offering double-priced computers, or Rolls Royce thought of reaching out to the general masses while designing its classy cars?
The world might have never witnessed the coming in of the cutting-edge computer technology, or of those super luxurious “Bas Naam hi kaafi Hai” cars – at least in this era!
But what’s the thing that these and countless other similar success stories have in common?
Simply put – A belief!
A belief – in not only their product and its quality, but in the consumers as well ie no matter how offbeat you are, if you have a confidence in your products, then be confident that if presented correctly, the right consumer will come to you!
The same can be extended to the content marketing industry. Seems like drawing distant parallels? Well, wait up!
In the present scenario of having infinite amounts of Search Engine Optimized content floating around (about which users are increasingly becoming aware), what sets a brand apart is its genuineness.
People now know that the link that shows up at the top of the Search Results page isn’t necessarily the thing they’ve been looking for! The aware user acts oblivious to those search engine rankings and does care to scroll down, to find something that has some excellent content to offer in return – that is appealing to him and his needs and not the machine.
So, when you ask a writer to create content for your online handle, that’s meant (in the actual sense) to appeal to people and their needs instead of to a ranking algorithm, he’ll be writing to someone who understands – a human, whose emotions and needs can be appealed to and who understands why the content and wordplay is superior to those who have just used “Peter Patting Potato” or some similar, trivial “keyword” in the write-up 10 times. And thus, all the content on your website is genuine, meaningful and thus appeals to your customers out there who are in the lookout for brands like you!
The benefitting factor with this approach is that only the right consumers who likes what you have to offer, cares to find you in the first place, approaches your organisation – and you don’t get featured on every random search. Well, inshort – genuine leads, isn’t that what we all want?
So, take a stand and go out there targeting your user, and not a machine or an algorithm – for he’s the one you wish to make relations with, not that web page that pops up when you type insignificant search words onto a blank bar.